By  on April 23, 2010

“I’m interested in not just making people look good, but feeling good, too,” said Aveda founder Horst Rechelbacher, who was mapping out the European debut of Intelligent Nutrients, his plant-based beauty line at the fair’s new green space dubbed Cosmoprof Nature.

The brand is set to roll out in London’s newly renovated Selfridges beauty hall this spring and will open in Hong Kong at Lane Crawford and Nicole in the fall. Rechelbacher is in talks with a Japanese distributor and the product is stocked in 250 Whole Foods’ stores in the U.S. as well as Barneys New York. His main contention is that cosmetics should only be used if the body can tolerate them. “If luxury makes you sick, it is outdated,” said Rechelbacher.

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